OPINION: What really sells a watch?

Luxury watches have what many industries would consider an enviable problem — they are exceptional products.

I’m not sure that any other sector can claim the same blend of engineering, heritage, and craftsmanship contained within something so small that it sits on the wrist. 

Yet, when you look across the wider luxury landscape, an interesting contrast appears. Many luxury goods, be it cars, art, or handbags, are rarely sold purely as products. They are sold as dreams.

Take the automotive world as an example. Luxury car campaigns almost never lead with torque figures or gearbox configurations — important to some, but hardly goosebump-inducing. Instead, they sell the feeling, the empty coastal roads, late-night city drives, and the promise of freedom. The machine matters, but the lifestyle does most of the emotional heavy lifting.

Then there are handbags — a category I like to think I know well. Nobody buys one for stitching or leather alone, although admittedly those details matter. They’re sold as a lifestyle. You buy it for the prestige and the quiet thrill of carrying something iconic. The bag sits on your arm, but the sense of aspiration is what you are really buying.

The watch industry, of course, has storytelling deep within its DNA. Not many in the luxury sector can match its cinematic credentials in aviation, motorsport, deep-sea exploration, and even space travel. Retailers around the world already bring these histories to life brilliantly, often delivering levels of expertise and personal service that other luxury categories envy.

But watches also appear to have a slight industry habit: a love of the technical details. Reference numbers, calibres, and case sizes often dominate conversations. For seasoned collectors, this is part of the fun.

Yet, as the market evolves, younger luxury consumers are entering the category with a different mindset. They are digitally savvy, highly informed, and often more sceptical of traditional luxury ‘dream selling.’

According to research by global consulting firm Bain & Company, Millennials and Gen Z are expected to represent around 70% of global luxury purchases by 2025. These consumers still appreciate aspiration, but they also want substance. They research, compare, and analyse before buying, often arriving in-store already well-versed in brand heritage, resale value, and movement specifications.

In other words, they enjoy the dream but they also want to understand the mechanics behind it.

In that environment, the watch industry’s product depth becomes a significant advantage. Craftsmanship, heritage, and long-term collectability resonate strongly with younger buyers who value transparency and expertise. They want to understand why a watch matters, how it’s made, and where it sits within the broader collecting landscape, not just the aspirational promise that luxury brands are built on.

Some brands demonstrate just how powerful that balanced narrative can be. Patek Philippe famously reframed watch ownership with the line: ‘You never actually own a Patek Philippe. You merely look after it for the next generation.’ In one sentence, the watch stopped being a purchase and became a legacy. 

Rolex has built a similarly powerful positioning around human achievement, from mountaineering to deep-sea exploration, while maintaining a product reputation collectors trust implicitly.

For retailers, this balance may be where the real opportunity lies. The most memorable watch purchases rarely begin with a specification sheet alone. They begin with a story, a milestone, or a moment. Then they are reinforced by substance: the movement, the craftsmanship, and the long-term value.

Collectors may enjoy debating calibre numbers, but no one remembers the lug width of the watch they bought to celebrate their wedding day. They remember the moment they bought it, and the life that unfolded while it kept time.

In the watch world, the dream may start the conversation, but the product is what makes the story last.